<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2025000100005</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2025.9037</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Populismo y campañas políticas: examinando las estrategias populistas en las elecciones colombianas de 2022]]></article-title>
<article-title xml:lang="pt"><![CDATA[Populismo e campanhas políticas: analizando as estratégias populistas nas eleições colombianas de 2022]]></article-title>
<article-title xml:lang="en"><![CDATA[Populism and political campaigns: examining populist strategies in the 2022 Colombian elections]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López Robles]]></surname>
<given-names><![CDATA[Adalberto]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional Autónoma de México  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<volume>22</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2025000100005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2025000100005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2025000100005&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este trabajo examina las estrategias populistas utilizadas por Gustavo Petro y Rodolfo Hernández en la red social Twitter durante las elecciones presidenciales de 2022 en Colombia. Para ello combina métodos computacionales y análisis de contenido cualitativo para analizar 2 340 tuits. El resultado muestra que, si bien ambos candidatos emplearon una retórica claramente populista, Hernández enfatizó el componente confrontativo para atacar a la élite y Petro se centró en los llamamientos al pueblo y la apelación a las emociones. Con los hallazgos, la investigación busca aportar evidencia empírica a la conceptualización político-estratégica del populismo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este trabalho examina as estratégias populistas utilizadas por Gustavo Petro e Rodolfo Hernández na rede social Twitter durante as eleições presidenciais de 2022 na Colômbia. Para isso, combina métodos computacionais e análise de conteúdo qualitativo para analisar 2 340 tuítes. O resultado mostra que, embora ambos os candidatos tenham empregado uma retórica claramente populista, Hernández enfatizou o componente confrontativo para atacar a elite e Petro se concentrou em apelos ao povo e às emoções. Com as descobertas, a pesquisa busca fornecer evidências empíricas para a conceituação político-estratégica do populismo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper examines the populist strategies employed by Gustavo Petro and Rodolfo Hernández on the social network Twitter during the 2022 presidential elections in Colombia. To do so, it combines computational methods and qualitative content analysis to analyze 2 340 tweets. The results show that, while both candidates employed clearly populist rhetoric, Hernández emphasized confrontation to attack the elite, while Petro focused on calls to the people and appeals to emotions. With these findings, the research seeks to provide empirical evidence for the political-strategic conceptualization of populism.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Populismo]]></kwd>
<kwd lng="es"><![CDATA[Colombia]]></kwd>
<kwd lng="es"><![CDATA[campaña electoral]]></kwd>
<kwd lng="es"><![CDATA[Twitter]]></kwd>
<kwd lng="pt"><![CDATA[Populismo]]></kwd>
<kwd lng="pt"><![CDATA[Colômbia]]></kwd>
<kwd lng="pt"><![CDATA[campanha eleitoral]]></kwd>
<kwd lng="pt"><![CDATA[Twitter]]></kwd>
<kwd lng="en"><![CDATA[Populism]]></kwd>
<kwd lng="en"><![CDATA[Colombia]]></kwd>
<kwd lng="en"><![CDATA[election campaign]]></kwd>
<kwd lng="en"><![CDATA[Twitter]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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